# Jack in the Box Cooks Up a Marketing Feast in Fortnite

## Jack in the Box Cooks Up a Marketing Feast in Fortnite

Jack in the Box is the latest brand to jump into the metaverse, specifically setting its sights on Fortnite. As reported by VentureBeat, the fast-food chain is taking its marketing strategy to the popular battle royale game, reflecting a broader trend of brands targeting Gen Z within the gaming sphere.

With millions of active players, Fortnite offers an unparalleled opportunity for brands to connect with a young and engaged audience. While the specifics of Jack in the Box’s integration remain somewhat under wraps, the move signals a clear understanding of where Gen Z spends their time and attention.

This isn’t the first time Fortnite has partnered with brands. From in-game concerts featuring Ariana Grande to character skins promoting Marvel movies, Epic Games has successfully cultivated a platform that seamlessly blends entertainment with marketing. These partnerships have proven to be lucrative for both the game developer and the participating brands, allowing them to reach a wider audience and drive engagement in innovative ways.

Dean Takahashi’s article in VentureBeat highlights the growing importance of gaming as a marketing channel, particularly for brands hoping to resonate with younger demographics. As Gen Z continues to gravitate towards digital spaces, expect to see more companies, like Jack in the Box, cooking up creative campaigns within virtual worlds like Fortnite. The future of advertising might just be playable.